Marketing Plan for McDonald's

Marketing Essentials
(Project-2)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Comparing the ways in which McDonald's and Burger King apply marketing mix to
marketing planning process to achieve objective. (P3)..........................................................1
1.2 Evaluating different tactic's applied by McDonald's to demonstrate how business objective
can be achieved. (M3)............................................................................................................4
TASK 2 ...........................................................................................................................................5
2.1 Producing and evaluating marketing plan for McDonald's. (P4).....................................5
2.2 Producing coherent evidence based marketing plan for McDonald's. (M4)....................5
2.3 Designing a strategic marketing plan that applies the use of 7P's to achieve overall
marketing objective for McDonald's. (D2).............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In this fast-changing world where everything is based on the technology and
innovation and all these things need to be put before the world. All the products and
services which an organisation is offering to its customers in the marketplace need to
be marketed. Doing marketing means telling the customers and prospects of the
organisation about products of the company and perusing them to buy the product.
Marketing functions involve all such activities by which the customer will come to
know about product like promotion, distribution, selling and marketing research. In
the present report on Burger king which is an emerging fast food company uses the
7P's of marketing mix. Also, see how Burger King is preparing the marketing plan and
increasing its sales and growing in the market. This report will also include the
strategy of marketing and how McDonald's is using strategic marketing plan in
achieving the overall marketing objective.
TASK 1
1.1 Comparing the ways in which McDonald's and Burger King apply marketing mix
to marketing planning process to achieve objective. (P3)
McDonald's is an American company, famous and most popular fast food chain
restaurant worldwide known for its burgers, fries and fried chicken. McDonald's has
very improved and well skilled workers and is a market leader and operating
worldwide. Burger King is the emerging fast food chain restaurant who is giving
McDonald's a tough composition in the industry (Hult and Ketchen, 2017).
McDonald's is also giving importance to marketing and selling of its food and because
of this it is able to grab larger share of market. Burger King being the market emerger
should follow the market leader and its policies and planning to achieve its objective.
McDonald's is using the elements of marketing mix in marketing planning and
thus achieve the business objective efficiently. The marketing mix involves product,
price, promotion, place, physical evidence, people and process the 7P's of marketing.
Both the company McDonald's and Burger King will be using these marketing mix in
achieving the market objectives but in different ways. They both focus on grabbing
larger portion of market share by applying marketing mix in their functions. But there
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are some differences in there use and application of 7P's in achieving the marketing
and overall objectives (Singh and etnl., 2017). As both being the service based firms
are using the 7P's according to their vision and mission to grow or to sustain in
market.
Marketing mix (7P's) McDonald's Burger King
Product mix (service) It focuses on the taste and
quality of products and also
give the best service to its
customer. As McDonald's is
the market leader so it wants
to remain on that position so
by giving the best quality of
products and fast service.
This being on the second
position in the fast food
industry want to be on first this
can only happen when it
focuses on the taste and quality
of product. It also needs to
apply the technology in its
services.
Price mix The price of McDonald's is
almost the same all over the
world as it is following one
price per product policy
worldwide which is very
effective to earn the profits. It
also provides the combo
meals to its customers which
can be plus point in the price
mix of McDonald's.
Burger King is not providing
same price all over the world
as the price of the same
hamburger will be different in
USA or in UK (Hult and
Ketchen, 2017). So, this
needs to be improved but it is
providing some discount
coupons to its regular customer
to maintain them.
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